Analysis of the Advertising in Poland and Slovak Cinemas

• Autorzy: Jaroslav Dad'o , Monika Boguszewicz-Kreft , David Regi
• Języki publikacji: EN

Abstrakty

EN

The article is focused on advertising in cinema. The cinema advertising is a new big advertising global industry. Classical cinemas are changing to new multiplex system. The main aim of the article is to explore and review the Polish and Slovak cinema advertising industry. In the research were analyzed the historical aspect of cinema industry in both countries. The observation and content analysis were a base for evaluation of the on-screen and of-screen advertising at the cinemas in Krakow, Banska Bystrica and Bratislava. Results of research presents differences and similarities between the cinema advertising in Poland and in Slovakia. In Poland is movie audience interrupted by advertising and advertising time is two time longer than in Slovakia. In both countries was presented in cinema advertising the same brands or the same product categories with different brand.(original abstract)

Słowa kluczowe

EN

Advertising; Film production; Film industry; Cinematography; Advertising media; Advertising market

PL

Reklama; Produkcja filmowa; Przemysł filmowy; Kinematografia; Media reklamowe; Rynek reklamy

• Czasopismo: Prace Naukowe Wyższej Szkoły Bankowej w Gdańsku
• Rocznik: 2017
• Tom: 49 Potencjał innowacyjny i marketingowy współczesnych przedsiębiorstw : problemy - motywy - dylematy
• Strony: 113--140

Twórcy

autor

Jaroslav Dad'o

• Wyższa Szkoła Bankowa w Gdańsku

autor

Monika Boguszewicz-Kreft

• Wyższa Szkoła Bankowa w Gdańsku

autor

David Regi

• Uniwersytet Mateja Bela w Bańskiej Bystrzycy

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